NAME CALLING
Uses words with intense negative emotional
appeal to make readers condemn a product or
idea without examining the evidence.
NAME CALLING:
When Squealer/Napoleon calls
Snowball a 'traitor', and 'criminal‘
GLITTERING GENERALITIES
A word or phrase with positive connotations used
to create good feelings about a product or
opinion, regardless of any evidence.
Example: A brand uses the words natural or
organic to appeal to people who want healthy,
ecologically sound products.
GLITTERING GENERALITIES:
Minimus's song for Napoleon/the positives on
the farm are all credited to Napoleon
EUPHEMISM
The substitution of a less offensive word for one that
may offend.
EUPHEMISM
Squealer calls it a 'readjustment'
of food instead of a 'reduction
TRANSFER
An attempt to connect a product, image, or idea with
something respected, pleasing, or admired – even
though that connection may not be logical.
A TV star who played a trustworthy
family man for many years describes
a building company.
A company or cause identifies
itself with a beloved political
figure of the past.
TRANSFER
Squealer tells the animals to adopt Boxer's
mottos after he died.
CARD STACKING
Providing only those facts that support the case or
product, hoping that the audience will not notice
the facts that have been left out.
Example: The debate boils down to
just one inescapable fact: The
adoption of school uniforms
would deny teens their personal
freedom.
CARD STACKING
Squealer lies to the animals about how
much food the farm has (when in reality
the farm has very little food)
TESTIMONIAL
A personal recommendation for a product or idea often
offered by an expert or famous person who may not
use or like the product or idea.
TESTIMONIAL
After Napoleon's purges, Boxer tells all the
animals to work harder.
PLAIN FOLKS
Promotes a product or service because it is effective and
sensible rather than popular -the sort of thing plain
folks (regular folks like you ) use or buy.
PLAIN FOLKS
The pigs working alongside the other
animals/'Comrade'